Kravet Introduces New Brands; Reclassifies its Product
August 2, 2000
Bethpage, N.Y. (USA) - Kravet has redefined its complete product line into seven distinct brands, according to Beth Kimless Greene, corporate marketing director of the $250 million jobber/converter.
The branding effort seeks to reclassify every one of the 60,000 fabrics available at Kravet. Kravet has created a new graphic look for each category. ''Since we live with so much color, we though it was time to integrate color into our logo,'' said Cary Kravet, president.
The three new brands are: kravetcouture, kravetdesign and kravetbasics. All of the sample books have been redone to reflect the changes. Initially, the kravetcouture line will launch with 600-800 SKUs and will be available to the design community through showrooms and sales representatives worldwide. These products will be mostly woven with a focus in high-end traditional and transitional styling. The designs are more global in nature. While these designs are tailored to the designer, they are sold more cheaply than Kravet's top end collections, Lee Jofa and Joseph Abboud.
Kravet hopes to expand kravetcouture with the introduction of licensed collections from Joseph Abboud Home and Save Venice. Kravet began to acquire licensed products in 1993 -the company's 75th anniversary. Licensed collections include Hampton, designed by Alexa Hampton Biltmore, Court of Versailles, Larry Laslo, Minton, Deco Beach, Smithsonian and Vienna Workshop.
kravetdesign will remain the largest part of Kravet's range and includes all trimming and licensed collections except Abboud and Save Venice. Products in the kravetdesign group are mid-priced and will be diverse traditional, transitional and fashion forward, according to the company. Designers will shop this line for color.
Kravetbasics will focus on solids, chenilles, and multi-purpose printed and woven fabrics at what the company calls ''reasonable price-points.'' kravetbasic and the converted Portfolio line represent the company's starting price points.
Other divisions include Mulberry Home Collection (priced at the top end with Lee Jofa) and a top-end residential contract line, redeveloped by designer Susan Tick. The company considers contract to be its greatest opportunity for expansion in the future. ''We are slowly developing the hospitality industry under the kravetcontract umbrella,'' said Kimless Greene. ''We've introduced a line of Avora® and Crypton® based fabrics for contract.''
Kravet has also offered furniture since 1991 and is expanding its basic collections to include occasional tables and possibly accessories.
The branding effort seeks to reclassify every one of the 60,000 fabrics available at Kravet. Kravet has created a new graphic look for each category. ''Since we live with so much color, we though it was time to integrate color into our logo,'' said Cary Kravet, president.
The three new brands are: kravetcouture, kravetdesign and kravetbasics. All of the sample books have been redone to reflect the changes. Initially, the kravetcouture line will launch with 600-800 SKUs and will be available to the design community through showrooms and sales representatives worldwide. These products will be mostly woven with a focus in high-end traditional and transitional styling. The designs are more global in nature. While these designs are tailored to the designer, they are sold more cheaply than Kravet's top end collections, Lee Jofa and Joseph Abboud.
Kravet hopes to expand kravetcouture with the introduction of licensed collections from Joseph Abboud Home and Save Venice. Kravet began to acquire licensed products in 1993 -the company's 75th anniversary. Licensed collections include Hampton, designed by Alexa Hampton Biltmore, Court of Versailles, Larry Laslo, Minton, Deco Beach, Smithsonian and Vienna Workshop.
kravetdesign will remain the largest part of Kravet's range and includes all trimming and licensed collections except Abboud and Save Venice. Products in the kravetdesign group are mid-priced and will be diverse traditional, transitional and fashion forward, according to the company. Designers will shop this line for color.
Kravetbasics will focus on solids, chenilles, and multi-purpose printed and woven fabrics at what the company calls ''reasonable price-points.'' kravetbasic and the converted Portfolio line represent the company's starting price points.
Other divisions include Mulberry Home Collection (priced at the top end with Lee Jofa) and a top-end residential contract line, redeveloped by designer Susan Tick. The company considers contract to be its greatest opportunity for expansion in the future. ''We are slowly developing the hospitality industry under the kravetcontract umbrella,'' said Kimless Greene. ''We've introduced a line of Avora® and Crypton® based fabrics for contract.''
Kravet has also offered furniture since 1991 and is expanding its basic collections to include occasional tables and possibly accessories.
